Share This

Most consumers want to fit in while still asserting their individuality -- and they balance these conflicting desires when choosing products, according to a new study in the Journal of Consumer Research.

Related Articles

"Consumers want both to signal their identity with desired groups and to be different from other group members. This research shows how people simultaneously satisfy these apparently conflicting motives in consumer behavior," write authors Cindy Chan, Jonah Berger (both University of Pennsylvania), and Leaf Van Boven (University of Colorado, Boulder). "Is it possible to be similar and different -- at the same time?"

The authors conducted field and laboratory studies to demonstrate how consumers simultaneously satisfy competing desires for group identification and individual uniqueness. They found that participants often satisfy their need to fit in by choosing a brand that represents their in-group, but they differentiate by choosing colors or styles to set themselves apart. "For example, a snowboarder may sport a Burton jacket to identify himself as a snowboarder (rather than a skier), while choosing an unusual pattern to stand apart from other snowboarders," the authors write. Or a fashionable consumer might choose a popular brand handbag in an unusual color.

The experiments showed that participants who were concerned with communicating their social identity were more likely to choose a brand that was preferred by most members of an in-group (but not an undesirable out-group). That was especially true in categories that signify identity, like clothing. On the other hand, people with a strong need for uniqueness preferred less-popular products.

"Our research provides insights into decision making and behavior when there are tensions between motives of assimilation and differentiation, even in situations that may not involve consumption," the authors write. "For example, an employee may desire to both be an integrated team member and have a unique role in the organization. Similarly, elected politicians and their loyal constituents may wish to toe the party line and voice their individual opinions," the authors conclude.

More From ScienceDaily

More Science & Society News

Featured Research

Mar. 31, 2015  Differences in the way children and adults perceive the world extend to their sense of safety in their social and physical environments and this in turn can impact their health, say researchers. ... full story

Mar. 31, 2015  Researchers have detected a human fingerprint deep in the Borneo rainforest in Southeast Asia. Cold winds blowing from the north carry industrial pollutants from East Asia to the equator, with ... full story

Mar. 31, 2015  Landfills can make a profit from all their rotting waste and a new patent explains exactly how to make the most out of the stinky garbage sites. Decomposing trash produces methane, a landfill gas ... full story

Mar. 31, 2015  As the United States faces transplant waiting lists that continue to grow longer over time, there is increasing debate about the proper way to incentivize living donations. Due to organ shortages, ... full story

Mar. 30, 2015  The moon does not influence the timing of human births or hospital admissions, a new study finds, confirming what astronomers have known for decades. The study illustrates how intelligent people ... full story

Mar. 30, 2015  Characterizing associations between socioeconomic factors and children's brain development, a team of investigators reports correlative links between family income and brain structure. Relationships ... full story

Mar. 30, 2015  A large pilot study of a new bowel cancer screening test has demonstrated a major increase in participation rates across population groups. The new test is called a Fecal Immunochemical Test or FIT ... full story

Mar. 30, 2015  The five-star ratings of hockey helmets, judging their abilities to help prevent concussions, have been released by experts. The findings so far: Only one of 32 tested hockey helmets earned three ... full story

Mar. 30, 2015  Adolescents who have engaged in past risky online behavior such as providing personal information and befriending strangers are much more likely to repeat such behavior in the future, according to ... full story

Mar. 30, 2015  New study reveals a gap between parental perceptions of their child's weight and official classifications of obesity. The work finds that parents are additionally more likely to underestimate their ... full story

Soda, Salt and Sugar: The Next Generation of Taxes

Washington Post (Mar. 30, 2015)  Denisa Livingston, a health advocate for the Dinι Community Advocacy Alliance, and the Post&apos;s Abby Phillip discuss efforts around the country to make unhealthy food choices hurt your wallet as much as your waistline.
Video provided by Washington Post

Related Stories

Mar. 4, 2015  Next time you look up at a higher shelf in a store or down at your phone when making a purchase, think about how the direction you are looking could influence your decision. According to a new study, ... full story

Oct. 14, 2014  Do consumers make the same choices when products such as beer, soft drinks, or candy bars are sold individually or in bundles? According to a new study, consumers purchase a greater variety of ... full story

Dec. 10, 2013  Social networks are commonplace in this day and age, and how we fit in may depend on anything from political affiliation, to religion, to even our own personality traits. According to a new study ... full story

ScienceDaily features breaking news and videos about the latest discoveries in health, technology, the environment, and more -- from major news services and leading universities, scientific journals, and research organizations.